8E Source Matters: the Effect of Integral Versus Incidental Pride on Consumer Self-Control

The self-conscious emotion pride can enhance and undermine consumers’ self-control by motivating them to pursue future achievement or seek reward for prior achievement, respectively. We reconcile these conflicting tendencies and propose that pride thematically-related (integral) to the domain of a focal self-control dilemma promotes self-control, whereas unrelated (incidental) pride increases indulgence.



Citation:

Julia Storch, Jing Wan, and Koert van Ittersum (2019) ,"8E Source Matters: the Effect of Integral Versus Incidental Pride on Consumer Self-Control", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 993-993.

Authors

Julia Storch, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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